People Power in Global Travel Retail
In recent years, we’ve witnessed a plethora of celebrity-endorsed or -created beverage alcohol brands in almost every wine and spirits category. There are so many that even an app, GrapeStars, has been developed to help consumers identify all the celebrity brands on the market.
Consumers like to drink what celebrities are drinking, perhaps to feel closer to them or to be seen by others drinking the celebrity’s brand. People have a big influence on the brands we decide to purchase and drink and for most of us, this goes much wider and deeper than celebrities.
My article first published in the May 2023 edition of Global Drinks Intel looks at the power of people in global travel retail and the impact they can have on influencing alcohol purchase decisions.
For the full article please click on the link below –